Research On The Interaction Of Macrocontent And Microcontent Of The On-Line Cost-Free Information

In the Web2.0 era, the new media technology has promoted the production and communication of the micro-content of the on-line cost-free information. The mass media has being paid more attention to the micro-content, and the micro-content has involved in the interaction with the macro-content more and more. So, this study will research the interaction in the news communication.First, this study analyzed the modality of the cost-free content, the motive for the micro-content, the technological base of the micro-content. After the analysis of the micro-content and micro blog, this study paid more attention to the interaction of the macro-content and micro-content. There are four modes of the interaction: the mass media affect the micro-content, the mass media use the micro-content, the micro-content supervise the macro-content, and the micro-content supply the macro-content. The methods include secondary analysis, content analysis and case. The conclusion is in the interaction, the media and the internet users set the agenda for each other, the"new opinion stratum"has appeared, but the media also play a"gatekeeper".The summary of this study is as results of the interaction, the mode of news production and communication has changed, the effect of micro-content has been enhanced, and the rights to communicate for the public has been expanded.